Image via WikipediaWithout boring you with the ins and outs of marketing/graphic design terminology (logotype, icon, seal, glyph, brand, etc.) it’s important to have that thing that is commonly called a logo. “Branding” came about back in the days of imperial shipping companies stamping signs in melted wax, and cattle wranglers burning their brand into the unsuspecting cattle they purchased. Basically, it was a way of marking property/inventory.

Today’s branding landscape has changed significantly since those days. In addition to standard products/commodities, we sell intellectual property, media, services and a host of other intangible things . Relatively recently, hyper-branding has started to emerge as a trend among many different artists, musicians, clothing and lifestyle companies and so forth. In an apparent back-lash against traditional big business and big brands, a host of independent brands and lifestyle companies have emerged. It may seem ironic that people’s backlash against corporate greed is using that which emerged from them. Author Marty Neumeier argues in his book, The Brand Gap, that humans are an inherently tribal people; and that as social and business barriers begin to break down due to technological advances, people will start to identify themselves by other means. He argues that this will be “THE BRAND”.

I tend to agree that in an age where everything is available all the time, and in a culture where conspicuous consumption is commonplace, people tend to identify themselves with what music, clothing, car, phone, mp3 player, etc. they choose to buy. Seriously. A Chevy truck driver is very different from someone who drives, say, a VW. You could probably pick them out in a crowd.

This is where logos come into place. It is crucial to make your logo/icon to reflect the feel of your band. It’s the difference between looking like Honest Al’s Used Guns and Baby Needs and I’m a serious Music group that looks and acts professionally. Whether your brand is an “anti-brand” (where you fight everything that is good business sense… to the point where it brands you) or whether you intentionally strive for a uniformly high aesthetic in every bit of advertising, merchandise and CD packaging you put out there, it’s important to be well thought out.

DO always hire a professional (ie. Cult Status) to work with you to create the perfect look/feel for your group
DON’T put it off until you start to get popular
DON’T use pirated software that you don’t know how to use to create a logo
DON’T cheap/free work fool you. You get what you pay for, and what you save in up-front costs you’ll waste in future art charges or paying to have it re-done correctly